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Issue 027TeardownProduct DataRef 107

The case for fixing product data before redesigning the website

Organisational and technical debt around product data frequently leads to project delays, cost overruns, and suboptimal outcomes when initiating a website redesign. Addressing data quality proactively mitigates these risks, delivering stronger commerce capabilities.

Heddwyn Coombs· Creative and Digital Director
4 min readReviewed September 2024
"A website redesign built on a foundation of poor product data will inherit and amplify every existing problem."
Written by
Heddwyn Coombs, Creative and Digital Director at iWeb
Heddwyn Coombs
Creative and Digital Director
29 years at iWeb

Heddwyn co-founded iWeb and leads creative and digital direction across the agency. Adobe Commerce architect since the Magento 1 era, he writes the strategy notes on platform choice, headless, agentic checkout, AI for commerce and the trade-offs leadership teams hit when modern tooling meets operational reality. Opinionated about data structure, design systems and catalogue size, cautious about unnecessary frontend complexity, and focused on work that stays commercially manageable over time.

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